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GT Blog // 9.3.15

The Ice Bucket Challenge One Year Later

Nick Kristof’s column today deals with the success of last year’s Ice Bucket Challenge. In it, he takes the critics of the IBC to task, and points out a significant breakthrough in the treatment of ALS that was enabled—or at least fast-tracked—by the IBC.

Kristof assails the critics of “slacktivism,” by making the argument that even a little bit of awareness of and participation in an issue is better than none at all. We agree. As any marketer will tell you, the first step down the road to success is awareness. Even if it means a very cold shower.